Ford turns to The Fiesta Movement for new model.
The car company first launched the Fiesta Movement in 2009, but it wasn't a vehicle. Instead, thousands of consumers submitted entries to be chosen as one of 100 digital influencers to be given the keys to a Fiesta for six months.
The original campaign included monthly challenges, with influencers posting video and blogging about their experiences. The result was huge numbers of YouTube and Flickr views, and Twitter impressions, allowing the company to revive the Fiesta model in the US and capture 132,000 drivers who signed up for updates on the new vehicle.
The 2014 launch campaign is borrowing some of the earlier ideas, but adding partnerships with American Idol, the Summer X Games and the Bonoaroo Music Festival. This year's Fiesta Movement will generate all of the TV, print and digital advertising for the 2014 model launch over the summer, using tie-ins with the promotional partners as well as the influencers' videos.